AMTP Proceedings 2011
Athletic Foundation Membership: Marketing to Local Constituencies
Document Type
Conference Proceeding
Conference Track
Panels and Special Sessions
Publication Date
2011
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
This panel explores the marketing philosophy of a university’s athletic foundation through three individual papers. Each paper explores a different constituency by using an interpretive methodological approach and asks two central questions; what value does individual membership have in an athletic foundation and how does that value influence sports marketing? Because athletics is typically physically, philosophically, and fiscally separate from the institution, marketing to different types of constituent groups is necessary in order to generate and increase revenue.
DOI
10.20429/amtp.2011.39
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Satterfield, James W.; Martinez, Edna; McFarlane, Adam; Franklin, Tony F.; Horace, Jennifer; and Godfrey, Mike, "Athletic Foundation Membership: Marketing to Local Constituencies" (2011). AMTP Proceedings 2011. 39.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2011/39
